CHAPTER 5: CONCLUSION & RECOMMENDATION

Transcription

1 CHP 5: CONCLUSION & COMMNDION It i proved that Geuli boutique hotel a a ervice provider ha the iue of Cutoer Gap, which reulted fro the dicrepancy level of the cutoer ervice and perception. Fro the aeent in the previou chapter, concluded that the core of cutoer i 56

2 range fro , while the Perception i ranging in the core of Surely there are gap occur in the copany ervice dienion. able 5. verage Score per Dienion he highet unweighted average gap core i occur in angible (0.0) dienion, and reponivene (0.08) a the econd highet dienion, thee dienion actually are having the highet core alo for the weighted average core, repectively (0,7) and (0.08). he weighted core reulted by the ultiplication of the unweighted gap and verage angible eliability eponivene urance xpectation Perception GP the percentage of iportance level. verage Gap Score Per Dienion angible eliability eponivene urance Dienion Weighted verage Score Unweighted verage Score Figure 5. Diagra of verage Gap Score per Dienion Fro the previou analyi, alo known the cutoer peronal opinion of the iportance level of each dienion. pparently the dienion that poitioned in the firt rank (ot iportant) i angible dienion i having the highet dienion of the cutoer gap. he fact that the anageent ha very different perception of their cutoer iportance level (they perceived angible a the leat iportant dienion). herefore, thi dienion hould be the focu of the copany anageent to iprove their perforance. eliability dienion poitioned a the econd rank in the cutoer iportance level actually ha a quite well gap core becaue the cutoer perception (averagely) i alot eet the cutoer. 57

3 eponivene dienion becoe the econd highet dienion that occur in the cutoer gap. However, ince it i poitioned a the fourth rank in the cutoer iportance level the gap occur could be aid a not too ignificant in the eye of cutoer. urance dienion poitioned a the third iddle rank of the dienion iportance level alo the iddle level of the gap. However, the perforance it till need to be review and iprove. dienion ha the leat core for the cutoer gap, which i very great perforance. he fact that the anageent perceived thi dienion a theecond rank in the iportance level could be the reaon of thi great perforance. Neverthele, unfortunately the cutoer do not think that thi dienion i very iportant, becaue they poitioned thi dienion a the lat dienion in the ervice iportance level. 5. Overall verage Gap Score for ll Dienion Overall, the unweighted average core reached the level of 0.97 while the weighted average core reached the level of he weighted average i reulted fro the ultiplication of the gap core with the percentage of cutoer iportance level. he cloer the core with zero level ean the ore objective the cutoer aeent toward the Geuli Boutique Hotel Service in ter of the eet of cutoer expected tandard and the cutoer perceived ervice for the overall ervice perforance. he figure 5. could be een on ppendix B. 5. he nalyi Suary of Iproveent Priority Below i the uary of the attribute of the ervice and it dienion poitioning in the Iportance Perforance Matrix Quadrant, alo the inforation of the cutoer iportance level in order to ake the iproveent priority. angible ervice dienion & attribute poitioned in Quadrant, need to be iproved and increaed it perforance, epecially it ha the ot iportant level of ervice dienion (cutoer pointofview), and auotoatically ake thi dienion a the firt priority for ervice iproveent. 58

4 eliability ervice dienion & attribute alo poitioned in Quadrant, need to be iproved and increaed it perforance. Fro the cutoer pointofview, thi dienion becoe the econd ot iportant level of ervice dienion, ake thi dienion a the econg priority for the ervice iproveent proce. able 5. Suary IP Matrix Quadrant of Service ttiribute & Dienion Die nion ttri bute Quadrant (attri bute) Quadrant (di enion) Ipo rtance Level In general, eponivene ervice dienion & attribute poitioned in quadrant (with one attribute in quadrant B). Need to be iproved and increaed it perforance. the the fourth rank in the cutoer iportance ervice dienion, ake thi dienion a the third priority angible eliability eponivene urance 5 l l l for the ervice iproveent proce. While the urance & ervice dienion & attribute poitioned in Quadrant B. he attribute need to be aintained it ervice perforance. he cutoer aeed thee two dienion repectively a the third and lat level of iportant ervice dienion. It ake thee two dienion only need to aintain the ervice perforance. B B B B B B B B B B B B B B B B B B B B 5 Priority 5 5 Prio i y 5. ecoendation Below i the recoendation for Geuli Boutique hotel a the reearch context in ter of providing excellent ervice, which prioritizing the attribute of ervice dienion baed on the cutoer gap occured, IP atrix and the Iportance Service Dienion. able 5. ecoendation ttribute Gap 5 Current Condition ecoendation eaon Condition angible 0.86 Supporting facilitie Deign intereting facilitie, uch a Free entertainent DVD Collection, which cutoer can borrow favorite ovie and watch in their roo with faily or their Do not need paciou area Liited Space of Boutique hotel 59

5 5 angible angible angible angible l eliability l eliability l eliability eponiv ene eponiv ene eponiv ene eponiv ene urance urance urance urance ppeal viualization 0. idy & Neat Cutoer ppearance Interior 0.05 deign eet the oo 0.9 Facilitie eet the rrorfree 0.5 ervice 0. Service a proied tie ployee proble olving initiative xpectation Fat ervice Help repone for cutoer eadine Infored of the perfor ervice tie Knowledge in anwering cutoer quetion ployee' behavior do intill cutoer confidence Cutoer feel afe in uing the hotel ervice loved one pplied an excluive deign for aterial prootion (ignage, leaflet,etc) ight tandard for the tidine and neatne phaize the Victorian Style (boutique hotel concept) Maintain the boutique concept deign through detail interior raining & Give KPI valuation raining & Give KPI valuation Frontliner hould becoe the firt initiator in olving cutoer proble cutoer erved by one eployee (outourcing) ployee hould trained for their repone in erving cutoer cutoer erved by one eployee (outourcing) Conduct SOP (Standard Operation Prgra) Inforation about ervice alway updated (internally) lway encourage eployee to aintain the character of honet & trutworthy lway encourage eployee in provide afety environent to the cutoer able 5. ecoendation (Cont.) Conitency lway encourage eployee in curteou to aintain the character of behavior having repect & polite cce to eae cutoer Maintain the counication acce between cutoer and the hotel New cutoer can ene the excluivity before they coe or viit the hotel (phiical evidence) ployee alo the part of the overall ervicecape Uniquene boutique hotel of Little thing doe atter KPI need a the indicator of perforance KPI need a the indicator of perforance Frontliner eployee frequently & intenively face the cutoer Current coparion.5 cutoer erved by eployee, inappropriate epecially in the peak eaon \ reponivene hould be increaed Current coparion.5 cutoer erved by eployee, inappropriate epecially in the peak eaon Conitency in conducting SOP i needed ll eployee repreent the iage of the hotel It nurture the cutoer confidence Safety lead to cofortne It nurture the cutoer confidence & create poitive iage Good counication acce provide ervice cutoization for cutoer ppropriate with the ain concept (Victorian Style) op Down pproach Maintain the atophere experience ervice Maintain the atophere experience ervice Periodically Periodically op Down pproach Fat and right ervice op Down pproach outource according need & ervice tandardization op Down pproach Direct counication preferred 60

6 Undertand and effort to fulfill cutoer need Friendly ervice 0.0 Liten to the cutoer counicati on (exceed ) 0.0 Peronal ttention (exceed ) Maintain the attitude of cutoer i the king lway encourage eployee to aintain the friendly ervice character Maintain the attitude of copalaint, critique & uggetion are the iproveent cataliator Maintain the current perforance Service cutoization create higher atifaction Cloing the relationhip between cutoer & ervice provider In order to achieve the excellent ervice he Uniquene of boutique hotel 5. Suggetion for Next eearch Since thi reearch ought to have iperfection, i the enhanceent lit for next reearch for the ae reearch context in expect of getting ore ideal reult. Increae the aple ize to acquire an ideal reult, ince the error of thi reearch i tated a uch a 0%, in the future if it poible reduce the error level percentage, thu hould increae the aple ize. Ue probability apling. Since thi reearch wa uing the nonprobability apling with judgental apling ethod, reearcher realized that would be better if in the next reearch uing a ethod that give equal chance for the population to be choen a the aple. Deep analyi for the other Service Gap, in view of the fact that the Cutoer Gap i either direct or indirect ipacted by other gap hence will be a great idea to exaine and tudy eriouly about the other factor, which trigger thi Cutoer Gap. Bencharking, It i alway a great idea to evaluate the perforance by coparing ervice attribute fro the cutoer point of view in order to know the current poition of the ervice perforance aong other ervice provider in the iilar indutrie. 6